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| Tekijä: | Scherrer, P. Alonso, A. Sheridan, L. |
| Otsikko: | Expanding the destination image: wine tourism in the Canary Islands |
| Lehti: | International Journal of Tourism Research
2009 : SEP/OCT, VOL. 11:5, p. 451-463 |
| Asiasana: | wine industry tourist industry tourism image rural areas profit Spain |
| Kieli: | eng |
| Tiivistelmä: | Tourism related to Canary Islands (hereafter as: C-Is) is concentrated to competitively priced holidays with a focus on the sun and beach mass tourism (herein as: m-t.) experience. A restructure of the C-Is' wine industry provides with opportunities for new tourism alternatives' development based on gourmet products and traditional landscapes. This paper explores the wine tourism (as: w-t.) potential from winery operators' perspective. The challenges of developing a successful sustainable local w-t. industry include the need for expansion of the destination image to reflect the region's wine-making history and landscape qualities, a shift towards independent high-yield travellers, and reintroducing local production in the m-t. product. |
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